ANA, MediaVest find most marketers will increase mobile budgets

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New York—A new study by the Association of National Advertisers and MediaVest, both New York, found that 85% of marketers plan to increase their mobile marketing budgets in “the near future.” The report was based on an online survey of 68 consumer and b-to-b marketers conducted in the fourth quarter. It found that 96% of marketers now use mobile or are planning to incorporate it into their marketing. The top mobile tactics being used included mobile websites (84%), search (78%), apps (76%) and display ads (75%). Respondents said their top objectives in using mobile included brand building/management (83%), awareness (78%) and customer loyalty/retention (74%). However, 42% of marketers said they are concerned about having proper mobile metrics in place.
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